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Vol.23 59-70。二、中文文獻1. 丁源宏 (2000), "不同媒介特性,廣告訴求與產品涉入度對於廣告效果影響之探討-比較平面媒體與網際網路,”國立中山大學傳播管理研究所碩士論文。2. 王孟紹 (2001), "無線應用簡短訊息服務之廣告效果研究,”國立台灣科技大學企業管理系碩士論文。3. 王美惠 (2000), "網路廣告聯播網之經營策略分析-以DoubleClick為例,”國立台灣大學商學研究所碩士論文。4. 王凱 (2001), "超媒體電腦媒介環境中消費者涉入與廣告效果研究－廣告情境與導引策略的調節影響,”國立中央大學資訊管理研究所博士論文。5. 田文良 (2001), "使用者涉入對網際網路線上服務服務品質的影響,"國立台灣大學資訊管理研究所碩士論文。6. 白明勝 (1996), ”投入程度、認知需求對廣告說服效果之影響－ELM模式之實證研究,”國立政治大學國際貿易學系碩士論文。7. 何星瑩 (1999)," 網路傳輸速度與媒體組合決定方式對網路廣告效果之影響,”國立中正大學資訊管理學系碩士論文。8. 余能豪 (2001)," 網路互動機制之研究與應用－以資訊桌面為例,”元智大學資訊傳播研究所碩士論文。9. 吳南輝 (1999),"網站廣告內容分析之研究," 國立台灣大學, 碩士論文。10. 呂允中 (1999)," 廣告網頁的視覺呈現介面與產品類別對消費者說服效果的影響,”國立成功大學企業管理學系碩士論文。11. 呂學進 (2001), " 涉入程度、購買動機與品牌權益關係之研究－以FCB模型為產品分類之實證, "中原大學碩士論文。12. 谷雅慧 (1996)," 資訊呈現方式對網路行銷效果之研究－以WWW網路購物站台為例,”中央大學資訊管理研究所碩士論文。13. 周志勳 (1998)," 網路標題廣告效果衡量與行為影響模式之探討,”國立臺灣工業技術學院管理技術究所碩士論文。14. 周湘雯 (2000)," 網路使用者對線上促銷活動態度之研究,”國立中山大學傳播管理研究所碩士論文。15. 林炅 (2001)," 動畫網頁與產品類型對消費者說服效果的影響,”國立中正大學資訊管理學系碩士論文。16. 林則育 (2001),“ 廣告效果測試之研究,”國立政治大學企業管理系碩士論文。17. 徐安良 (2001)," 企業網站使用者介面與互動模式之研究,”國立政治大學資訊管理學系碩士論文。18. 徐雍閔 (1999)," 競爭廣告與減價策略對廣告效果影響之探討－ＷＷＷ媒體之實驗室研究,”國立中央大學資訊管理研究所碩士論文。19. 張若怡 (2000)," 網頁的廣告環境廣告效果之影響",私立東吳大學碩士論文。20. 張桂樺 (2000)," 動態組合式網路廣告對廣告效果的影響,” 國立中正大學資訊管理學系碩士論文。21. 許世育 (1999)," 網路廣告效果之研究,"國立台灣科技大學碩士論文。22. 許宏愉 (2001)," 網際網路涉入與網路招募內容需求關係之研究,"國立台灣科技大學企業管理系碩士論文。23. 許峻偉 (1999)," 使用者對網路廣告認知與瀏覽行為之研究,”國立台灣科技大學管理研究所資訊管理學程。24. 陳浩凱 (2000)," 訊息內容、個人特質對WWW網頁瀏覽與網站態度之影響－ELM理論之實證研究,”國立政治大學碩士論文。25. 雲志文 (2000)," 對網路廣告態度之調查研究,”國立中山大學資訊管理研究所碩士論文。26. 黃見雯 (2001),” 廣告基調與媒體內容基調一致性對廣告效果之影響─媒體內容觀賞涉入及自我概念一致性干擾效果之探討,” 元智大學管理研究所。27. 黃俊嘉 (2000)," 網路廣告互動功能對廣告效果影響之研究－以標題式廣告為例,”國立台灣科技大學管理研究所企業管理學程碩士論文。28. 黃馨台 (2000)," 廣告媒體、廣告國家與產品類型對於廣告訴求與廣告內容資訊性之影響”,國立成功大學國際企業研究所碩士論文。29. 廖哲淇 (1997)," 全球資訊網上廣告網頁結構複雜度與廣告背景對說服效果的影響,”國立中正大學資訊管理研究所碩士論文。30. 劉靜梅 (1999)" 全球資訊網(WWW)網路廣告效果衡量方式之探討,”國立台灣大學商學研究所碩士論文。31. 蔡淑如 (2000)," 新聞網站互動性功能設計與使用者感知行為之初探----以聯合新聞網為例,”國立交通大學傳播所碩士論文。32. 黎高維 (2001)," 網際網路廣告對注意力調度之影響,”長庚大學企業管理研究所碩士論文。33. 蕭志強 (1999)," 廣告網頁的視覺呈現介面與產品類別對消費者說服效果的影響,”國立中正大學資訊管理學系碩士論文。34. 賴建民 (1999),"電子郵件的網路廣告效果－以網路行銷研究法調查,”國立台灣大學商學研究所碩士論文。35. 薛適敏 (2000),"消費者選擇與放棄決策對購後行為之影響,”國立中央大學企業管理研究所。三、網 站1. FIND----Focus on Internet''s News & data , http://www.find.org.tw/0105/home_new.asp2. 天下網站, http://www.cw.com.tw/index.htm3. Emarketer, http://www.Emarketer.com/4. InternetNews.com E-Commerce News, http://www.internetnews.com/ec-news/5. Nielsen─NetRatings, http://209.249.142.22/products.asp6. Iamasia, http://www.iamasia.com/index_lr_b5.cfm7. e-Oscar網際金像獎, http://www.e-oscar.com.tw/eOscar/NewChart.asp8. 2001網際金像獎 2001 Cyber Oscar Award, http://www.cyberoscar.org.tw/9. 訐譙龍網站(CH1), www.ch1.com.tw
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